For international companies, it is of significant importance that brand names, media titles, and other terms that are to be used on a worldwide level achieve optimum effectiveness on each respective country market. That’s why our native speakers check each new name by brand name and claim testing before it is introduced: what does a native speaker associate with the name? Does the name already exist in the respective language? Could it possibly be connotated as a swear word?
Regardless of whether it is a product, a campaign, or a corporate claim – effective advertising slogans are subjected to the same sort of high standards as the brand names themselves. That requires extremely sensitive knowledge of the foreign language in order to make claims work.